Getting involved in marketing activities is not optional for accountants or practice managers. It is essential they bring use their knowledge of clients and hot topics to bolster their firms marketing drive, Mercia’s Managers' Conference was told.
The conference provides an opportunity for managers to develop their current skill set and focus their attention on the non-technical aspects of their role. It covered areas including elevating client service, bullying and harassment, dealing with staff absence and using AI to increase your value.
Need to be found
Vicki Banthorpe of marketing consultancy Momentum explained why it is vital to get involved with marketing your practice.
She says: ‘Marketing is important because your firm needs to be found. You need that presence out there so that if anyone is looking for an accountant your firm is the one they come to pretty easily. You need that marketing to keep happening so that new enquiries keep happening and that pipeline of leads is what makes any business successful.
‘It is also hugely important when we’re talking to our existing clients. We need to keep reminding our existing clients about the other services we provide and how we can help them. If we can cross sell to existing clients, then that brings more fees in.’
Marketing strategies
Marketing in accountancy practices falls into three strategic categories: client acquisition, client retention, and maintaining a presence. Your firm’s marketing strategy may vary but is likely to involve one or more of these strategies at any one time, the conference was told.
Banthorpe says: ‘Marketing is not optional in an accountancy practice it is an intrinsic part of growing your firm. You are a key player even if you haven’t got marketing in your title because of the relationship and the work you have with your clients you know so much what is happening in the sector and how we should be supporting businesses and other clients.
‘If you deal with clients on a day-to-day basis the insight you have is absolutely invaluable when it comes to sharing that with marketing. What’s worrying your client today could be worrying other clients tomorrow and we need to put your firm out there as the people to go to for solving people's problems.’
Elevating client service
Mercia Group’s Louise Conner led a session that helped professionals to refine their client service skills, move beyond transactional interactions and deliver exceptional, personalised experiences that foster long-term relationships. It covered strategies for anticipating client needs, resolving issues with confidence, and acting as trusted advisors.
Bullying and Harassment
Louise Dunford led a practical and fast-paced session, explaining the differences between bullying and harassment, and the new statutory developments relating to sexual harassment in particular. She also reviewed case studies and provide practical tips for handling harassment allegations and grievance investigations.
Dunford also gave a second session, which focussed on how managers can deal with staff absences.
This is becoming an increasingly important area from a practical and economic perspective due to upcoming changes to statutory sick pay (SSP) and the current issues around mental health.
The session looked at reasons for absence and types of absence, SSP, company sick pay and dealing with casual absence.
Leveraging AI
Shane Lukas of AVN’s session dealt with the rapid rise of AI, which has caused many accountants worry that their perceived value will decrease even further.
Lukas discussed ways to leverage AI as a valuable ally that amplifies your expertise rather than replaces it. This focussed on specific prompting techniques to create compelling insights, reports and discussion documents that clearly demonstrate value.
Mercia’s accountancy conferences
Mercia’s one day accounting and tax conferences focus on providing essential information on specialist topics. They aim to help you gain a wider appreciation of the factors affecting your clients through conference panels hosted by industry experts.
Our upcoming programme includes conferences focussing on compliance and charities. Find out more here.